Reaching the ‘always-on' consumer
By: Louise Marsland
The traditional advertising model based only on reach and frequency is completely outdated. New marketing strategies are needed to engage with the citizens of the digital democracy, said Patou Nuytemans, EAME digital director, Ogilvy One Worldwide, at The Ogilvy Verge conference in Johannesburg this morning, 15 April 2008. She was speaking about the ‘Always-on Consumer' of the 21st Century.
“The world has changed incredibly,” Nuytemans said, aiming to give some clues to the digital trends on their way to South Africa.
She opened with Cisco's ‘changing world promo' inviting people to experience a changing world. In the project, Cisco asked ordinary people to share their stories of their own human networks. This is a changing world where…
- People subscribe to people, not magazines.
- Where books rewrite themselves.
- Where you can drag and drop people wherever they want to go.
- Where your phone doubles as a plane, train or bus ticket.
- Where home video is experienced everywhere at once.
- Where a library travels the world.
- Welcome to the human network…
Digital technology has transformed every aspect of our lives, Nuytemans explained. The average American consumes nine hours a day of digital media. Media is everywhere, at our fingertips. It is the consumer who decides where and when he uses his media to get his news, info, entertainment and advertising messages. It is the consumer who is in control, she emphasises.
New networking formatsThe media communication industry is in full transition. Media companies had to change as digital was empowering consumers that they used to have control over. But this has meant that brands have to keep up with the new media in which their brands are being consumed – with or without their permission or intent.
Despite the fact that 10 billion videos are downloaded from the internet in the UK every month, TV consumption will continue to rise, Nuytemans says. But when, how and where TV content will be viewed will dramatically change. More technology gives consumers more control. By end of 2009, 40% of American viewers will be skipping through 70% of ads – a loss of $27 billion in ad revenue. Now most media companies are partnering with You Tube to release episodes of popular TV series – even within a few minutes of airing. There are new retail platforms like Amazon Fishbowl .
“Many ‘new' media reach millions of consumers, offering a whole range of new networking formats we need to master. But digital is about more… above the line, below the line… there is no line…!”
Five clues to engagementNuytemans goes on: “Digital affects all of us – it has caused a true paradigm shift, turning consumers into true engaged citizens of the new digital democracy. The phenomena of User Generated Content will continue to evolve. The web 2.0 phenomenon has changed the face of marketing forever. To engage citizens of the digital democracy needs ‘push marketing' to make room for ‘engagement marketing'.”
She gave five clues for engagement with the 21st Century consumer who is ‘always-on':
1. Brands as courtiers or court jesters. The hyper-consumer lusts for relevant information and great entertainment at their fingertips. Brands can tap into this attention with compelling useful and pleasurable content.
2. Brands are connectors. In this increasingly individualistic and virtual age, digital teaches consumers to be more connected than ever before. Brands can add value by linking people up around their interest areas. Web 3.0 (virtual worlds) is also gaining attention from brands, ie, Mattel's Barbie World which has a million young girls signing on every day online.
3. Brands as co-ops. Brands need to actively engage with consumers online – what are people doing and saying about your brand online? Don't ignore them
4. Brands as curators of creativity is a huge trend. Talent is not Hollywood or any agencies' purview any longer – the success of blogs and You Tube, etc, is due to what consumers are doing out there – often with your brand.
5. Brands as conduits. It is about putting the consumer first, delighting them with great brand experiences. There is one mass media left… the consumer. Consumers will be ready to be great brand ambassadors for us – just treat them properly.
Said Nuytemans: “That's what the five clues of 21st Century Consumer Engagement are about. Digital isn't the end goal.. engagement is.
“The real questions remains is: are you ready to move beyond the tried and tested formulas to new approaches?”
More by Louise Marsland
More...ABOUT THE AUTHOR
Louise Marsland is editor and editorial director of Bizcommunity.com, Africa’s leading provider of daily media, marketing, and advertising news and information. She is also the South African joint-coordinator and founder of the Trade, Association, Business Publication International (TABPI) Editor’s Chapter. She has recently also been appointed to head up the Magazine Publishers’ Association of South Africa (MPASA) Business-to-business Media Sub-committee. A journalist with 21 years’ experience, Marsland started in daily newspapers in South Africa in the 1980s and has specialised in media strategy and B2B and online media in the last decade, editing and launching publications in the main in the marketing and FMCG retail market, both print and online. She recently researched the sustainability of the B2B media sector for her Masters in Commerce degree: Strategy & Organisational Dynamics, through the Leadership Centre of the University of KwaZulu-Natal. She is currently researching a book in her field and develops training programmes in the B2B media sector; and marketing communications arena in knowledge management from a media perspective.
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